The Nonprofit Marketing Blog

Why your nonprofit’s URL matters

As someone with a common name that’s spelled a bit differently, I’m all too aware of the confusion and errors that happen because of a unique moniker. When people are expecting Karen with a K, I’m forever spelling out C-a-r-y-n. For me, this typically only causes minor inconvenience and some interesting conversations about names. For your organization, though, an unusual name, unconventional spelling, or indistinguishable acronym could negatively affect your marketing efforts.

The same can be said for your nonprofit’s domain name. Having an easy-to-remember (and difficult to mess up) domain name can help supporters quickly find your organization online and reduce confusion when you’re telling folks about your nonprofit on the phone, in person, or in print.

How do you choose the right URL for your nonprofit? Marc Pitman of FundraisingCoach.com offers these tips on choosing a good domain name:

1. Keep it simple. Make sure it’s easy to remember and understand, especially when saying it out loud.
2. Avoid numbers when possible. When you substitute numbers for words, it’s more difficult for your supporters to remember if your web address contains the numeral or the number spelled out.
3. Also register variants of your name. If there are common misspellings or typos that might lead your supporters astray, consider registering those domains as well, so you can point those visitors in the right direction.
4. Get the .com, and other extensions. Most organizations will want to get the .org of their chosen domain name, but cover your bases and register other extensions of the same domain name. Soon, you’ll also be able to register .ngo and .ong thanks to the folks at Public Internet Registry.

Network for Good is partnering with Public Interest Registry to help get the word out about the new .ngo and .ong domains. These domains will give nonprofits and other non-governmental organizations worldwide an opportunity to secure a new top-level web address. Since Public Interest Registry will manage a validation process to ensure that only genuine NGOs are granted these new domains, having an .ngo or .ong address will help organizations reinforce trust and credibility.

The new domains will be available early next year. So, what can you do now? Sign up to submit your Expression of Interest—you’ll receive updates about these new domains and be the first to know when .ngo and .ong are available. For more details on submitting your Expression of Interest and to sign up, visit www.globalngo.org

Do you plan to secure an .ngo/.ong domain name for your organization? Share your domain name questions and experiences in the comments below to join the conversation.

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About This Blog

Liz Ragland
Manager, Content & Community

We’re here to help you win hearts and minds—and donations.

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